When you think of Apple, what’s the first thing that comes to your mind? iPods? iPhones? How about sales? Yes, Apple has indeed made some of the most popular electronic devices on the market today. But if sales are any indication, they can also boast about their increasing global dominance in computer hardware.

Apple has never been a stranger to success or controversy, for that matter, so let us turn back the clock again to look at Apple’s past. In the 90s, Steve Jobs became a household name for introducing the iMac and the iPod, but they began to experience some financial turmoil during this time. How is it then that a company can go from a market Darlene to an industry sultan overnight? Well, first, let us look at what makes Apple so unique and increase sales volume.

To understand how Apple rose from its humble beginnings as a garage project of two Steves (Jobs and Wozniak), we need to look at their brand value. In short, their logo represents three enduring symbols: earth, knowledge, and love. You might ask yourself, what does that have to do with selling computers? The consistency of these symbols in their branding reflects not only in their products but also in their company ethos.

For example, Apple ran this ad campaign during 2003 for OS X. Its idea was simple: show people performing various tasks on OS X while also incorporating the logo into the image. They could have used OS X people to read emails, browse iTunes, or even watch movies. But instead, they chose photos that are universally considered beautiful, like flowers blooming or a butterfly coming out of its cocoon. This creates an emotional connection between OS X and the user because they evoke feelings of growth and discovery apart from being charming-looking images.